Author: Mintel Group Ltd.
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Perceptions of Auto Brands - US - June 2019
Overview
 
What you need to know
With the help of various media channels, brand perception has shifted over the years. Consumers no longer see brands as all-knowing, they now have the opportunity to question them, mold them and challenge them into what they feel the brand should be.

Auto brands are no exception to consumer feedback, especially given the investment required of any vehicle purchase. Consumers are looking to connect with auto brands in ways they haven’t sought previously; they’re looking for auto brands to fit into their chosen lifestyle. There has not been a better time for the automotive industry to evolve from a conduit to final vehicle purchase to a lifestyle brand that consumers will both emotionally and fiscally invest in.

Definition
This Report builds on the analysis presented in Mintel’s Perceptions of Auto Brands – US, June 2017 and Mintel’s Perceptions of Auto Brands, Trust, Loyalty – US, July 2015.

A strong car brand can create significant value in the automotive industry. For mass-market cars, brand helps determine which products a consumer considers buying. Superior brands extend their halo across every model of vehicle within the brand. As a result, most auto manufacturers make brand positioning and development a key item on their marketing agenda.

This Report covers consumers’ perceptions of car brands across all types including, but not limited to, sedans, coupes, station wagons, pickup trucks, vans, minivans, crossover utility vehicles and SUVs.

AEV – An alternative energy vehicle that does not use an internal combustion engine as its sole power source. AEV is a catchall term that includes mild hybrids, plug-in hybrids, battery electric vehicles and fuel cell vehicles.

OEM – The original equipment manufacturer, also known as the auto manufacturer or supplier. OEM is a catchall term that refers to brands like GM, Toyota, Ford and Honda.

Tier levels – Auto brands break down into three tier levels. Tier 1 the national level, or in other words the auto manufacturer, such as GM or Toyota. Tier 2 is regional; this pertains to dealerships of the same brand. Tier 3 is local; this would be the local dealer where consumers purchase their vehicles.

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